Henderson, Nev. — (January 13, 2026) — The luxury confectionery brand Ethel M Chocolates, part of Mars, Incorporated, has unveiled its 2026 Valentine’s Day Collection. The lineup includes limited-edition chocolate assortments, customizable gift boxes and in-store seasonal experiences. The offerings are tied to the brand’s flagship location in Henderson, Nevada.
According to the company, the collection is available now both online and in stores. The release marks another seasonal launch as Ethel M approaches its 45th anniversary.
The new lineup centers on small-batch chocolates produced by Ethel M’s chocolatiers, with offerings designed for gifting across a range of price points. The release includes heart-shaped boxes, truffle assortments and build-your-own options aimed at consumers seeking personalized Valentine’s Day gifts.
According to Lisa Vannerson, PR Director at Ethel M Chocolates, the seasonal collection reflects the brand’s long-standing focus on craftsmanship. She also pointed to customization as a key priority.
Vannerson said the company is leaning into “exquisite flavors” and “stunning packaging.” She added that the brand is creating more opportunities for customized gifts as part of its Valentine’s Day strategy.
What’s in the 2026 Valentine’s Day collection
The collection includes several limited-edition and core seasonal items, all available through EthelM.com and participating retail locations:
- Small Heart Box and Large Pop-Up Heart Box: Curated assortments of 14-piece and 28-piece chocolates. The larger box features a pop-up heart card reveal. Prices start at $40.
- 5-piece Love Collection: Five heart-shaped chocolate pieces with fillings such as Lemon Satin Crème, Peanut Butter, Blood Orange and Passion Fruit, priced at $18.
- 5-piece Truffles Collection: Ganache-filled truffles in dark, milk and white chocolate varieties, including flavors like Cinnamon Pecan and Kona Bean Espresso, priced at $18.
- Custom Chocolate Boxes: Personalized assortments allowing shoppers to select specific flavors, offered in cream or heart-shaped boxes. Prices start at $40.
Seasonal experiences at the Henderson flagship store
In addition to packaged chocolates, Ethel M is again tying its Valentine’s Day rollout to in-person experiences at its Flagship Store & Cactus Garden in Henderson, Nevada.
For the 12th consecutive year, the brand will host its Lights of Love display. The event will illuminate the three-acre cactus garden with over 500,000 lights. The display will run from February 6–16.
The location will also offer a limited-edition Valentine’s Chocolate Tasting. The tasting features five chocolates. Optional wine pairings will be available for guests 21 and older.
Why it matters
Seasonal gifting remains a critical revenue driver for premium chocolate brands, particularly around Valentine’s Day. Ethel M’s 2026 collection reflects a broader CPG trend toward limited-edition releases, experiential retail, and customizable products as brands look to differentiate in a crowded holiday marketplace.
By pairing physical products with destination-based experiences like Lights of Love, the company is reinforcing its position beyond chocolate production. It is positioning itself as a lifestyle and gifting brand.
This approach is becoming increasingly common among premium confectioners seeking deeper consumer engagement.
Ethel M’s Valentine’s Day strategy also reflects a wider seasonal push unfolding across the CPG landscape. Beyond premium confectionery, brands in adjacent categories are using Valentine’s Day as a catalyst for limited-time innovation and experiential marketing. Belgian Boys, for example, is bringing back its heart-shaped Love Bites mini pancakes with expanded national retail distribution and its first out-of-home activation, underscoring how holiday-driven storytelling is being applied across both indulgent gifting and everyday food occasions.
Editor’s note: Source86 perspective
For food manufacturers and private label brands, Ethel M’s Valentine’s Day rollout highlights the growing importance of seasonal innovation and experiential marketing in the CPG space. Limited-edition packaging, curated assortments, and customization help brands capture holiday demand while reinforcing quality and brand heritage.
At Source86, we support confectionery and food brands through ingredient sourcing, bulk and wholesale solutions, private label development, R&D support and co-manufacturing partnerships. As seasonal programs become more complex and time-sensitive, having a reliable supply chain and retail-ready production strategy is essential to delivering on consumer expectations. Let’s talk.
FAQs
The collection is available now, both online at EthelM.com and in participating retail stores.
Prices range from $18 for smaller assortments to $40 and up for heart-shaped and custom gift boxes.
The Lights of Love display runs from February 6 through February 16, 2026, at the Ethel M Chocolates Flagship Store & Cactus Garden in Henderson, Nevada.
External source: Ethel M® Chocolates Unveils 2026 Valentine’s Day Collection to Celebrate Every Expression of Love
